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Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
Responding to Reviews
Builds Trust
with Your Candidates
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
Webinar Tips for Attendees
 You can connect to audio using your
...
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
Featured Speaker
Lisa Holden
Employer Engagement Manager
Glassdoo...
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
Featured Speaker
Jason Seiden
Employee Brand Advocacy
Ajax Workfo...
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
Agenda
 Why Respond to Reviews?
 Who Should Respond?
 How Ofte...
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
of Glassdoor members read reviews
before speaking with a company ...
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
Bad Reviews Aren’t Necessarily Bad!
of consumers suspect censorsh...
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
Examples: CEO, PR, Marketing or HR
Who Should Respond?...
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
of job seekers find the employer
perspective useful wh...
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
DO:
Respond
Promptly
Tip #1
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
of consumers who experience a quick and
effective bran...
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
Case Study
Salesforce has responded to
43 reviews
on i...
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
DO:
Say
Thank You
Tip #2
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
of organizations suffer from
a deficit in recognition,...
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
Red Cross is an example
of a company that
thanks its
e...
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
DO:
Address
Specific
Issues
Tip #3
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
Negative Reviews Provide the Opportunity for Authentic...
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
Working Solutions
responds to 41%
of the reviews
poste...
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
DO:
Be
Authentic
Tip #4
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
of employees say new job realities
differ from expecta...
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
Symphony Teleca responds
to employees in an
authentic
...
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
DO:
Recognize
the Pros
and Cons
Tip #5
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
Zillow CEO Spencer Rascoff
responds to
reviews
on beha...
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
You may want to write your
response in a Word
document...
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
Your title will appear when
you respond to reviews as
...
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
Before You Respond
We suggest choosing
company leaders...
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
How to get started? Get a Free Employer Account
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
#Glassdoor
How to get started? Get a Free Employer Account
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
Delivering Measurable Results
2X 3X 30%
the quality the influence...
Confidential and Proprietary © Glassdoor, Inc. 2008-2014
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Responding to Reviews Builds Trust with Your Candidates

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Join Glassdoor and AJAX Workforce Marketing to learn the importance of responding to reviews, how often you should respond, and the 5 crucial do's and don'ts to follow when responding to user generated content.

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  • A few webinar tips – you will be muted throughout the session so make sure to ask questions in the questions pane and Alison would be happy to answer them along the way.
  • Add Shawna twitter handle
  • Add Shawna twitter handle
  • Today I’m sharing recommendations from Glassdoor about how to approach reviews in general
    Share some do’s and don’ts
    And close with everything you need to know to get started and begin responding to reviews you currently have up on site
  • Why should you respond to reviews?
    First impressions are everything. Responses to a review may be the first thing a candidate sees before the recruitment process even starts.
    Responding to reviews demonstrates – to job seekers current and former employees – that you are interested in feedback, and that you take employee satisfaction seriously.
    46% of Glassdoor members are reading reviews when they have just started their job search and have not yet spoken with a company recruiter or person in charge of hiring.
  • Job seekers want complete information.
    They notice when there are no bad reviews and this makes them suspicious that you’re censoring feedback.
    Think of it this way– you are not losing job seekers by showing bad reviews – you’re steering them toward jobs and companies that won’t disappoint them.

    You actually NEED a handful of bad reviews in moderation or you risk damaging your brand.

    Reevoo Insight Research 2013
  • Anyone at your company who is in a position to speak on your behalf is an acceptable company representative.

    This may include your CEO, PR, Marketing and HR…who else? If there’s a review up about a specific department, that’s a great opportunity for the department head to jump in and address that review specifically
    For example: an interview candidate leaves a review saying they had a great experience meeting the team, but the receptionist was rude. This is a great moment for the head of operations to respond with a thanks for the feedback and more information about how that will be addressed. More specifics on how to do that in a moment.

    Note: anyone within the company who responds to reviews as an employer representative will have his or her title appear next to that employer response.

    JS: We use a process we call Workforce Marketing to create a partnership between employees and the company. Often, there are people in the company who want to be representatives but they don’t know how to engage, or what to say. The more a company can do to find and activate those people, the less the company has to worry about who’s responding.
  • Maybe you don’t have the bandwidth to respond every day, but responding to reviews on a monthly and quarterly basis shows your authenticity and will further build trust with your candidates.
    A recent Bazaarvoice study indicates 71% of consumers who read a brand response to a review will change their perception of the brand…this translates even more beautifully when put in the employment space
    A recent Glassdoor survey revealed 90% of job seekers find the employer perspective useful when learning about jobs and companies
  • So when you think about how to actually jump in and respond to reviews, keep the following do’s and don’ts in mind….
  • It’s more than showing that you care…
    A prompt response shows job seekers and employees that you take feedback seriously
    In today’s age of 24/7 connectivity, response time is tightly tied to value perception
    In fact…
  • 71% consumers who experience a quick and effective brand response on social media are likely to recommend that brand to others
    Compared to just 19% of customers who do not receive a response
    You can fill a recommendation gap from 19% to 71% by setting time to respond to reviews.
    It’s worth putting your time in.
  • I want to show you an example of a company that does this beautifully
    Case study: Salesforce.com
    Has responded to 43 reviews on its company profile page, typically within a month of the review being posted
    As a result, 75% of their employees would recommend their company to a friend

    Action Plan: Set up Alerts
    - When new reviews appear on your profile, you’ll know right away.
    Get alerts on company activity by clicking on the RSS feed link that appears at the bottom of each reviews page
    OR you can go to your Employer Center  Settings  Email Preferences to adjust settings
  • Saying thank you shows that you are listening, and draws more attention to the good things people are saying

    New research shows that companies with recognition programs are highly effective at improving employee engagement and see 31% lower voluntary turnover than their peers with ineffective recognition programs.
    In fact…
  • 83% of organizations suffer from a deficit in recognition according to a recent Bersin study
    The value you gain from recognizing your employees is HUGE
    We also recently found that employers would retain HALF of their employees longer simply by showing more appreciation
    You could keep HALF your workforce longer by saying thank you more often
  • Case Study: Red Cross
    Red Cross is an example of a company that thanks its employees by reviews
    As a result, employees are more engaged and are likely to stick around

    Action Plan: Engage with Employees
    Show that you’re listening and appreciate the input to make your company an enjoyable place to work
    The best approach is to thank your reviewers for providing feedback
    If you really do feel that the review includes inaccurate information or a false view of the company, you can flag the review to be re-reviewed by our content team


  • Let’s say in more than one review you’ve noticed people address work life balance in the cons section
    If your message back is something like thanks for your feedback, we offer higher base salaries than our competitors, you’re obviously avoiding the issue at hand and trying to deflect
    Instead, take the opportunity to acknowledge what’s being said and either:
    Confirm it’s an issue you’re planning to fix
    Explain how that plan is already in progress
    Say that it’s fixed already

    This is your chance to get real-time honest feedback about what’s working and what isn’t.
    It’s also your opportunity to dispute something that is perhaps no longer true
    In the case of poor work life balance, you could respond to those reviews saying something like
    Thank you for bringing this to our attention, we are working on a plan to enable people to work remotely one day a week
    Or we’ve moved to an unlimited vacation policy which has resulted in a 10% uptick in use of PTO
    This is important because….
  • Nobody is perfect.

    When you read a review for a restaurant on yelp, you’re not expecting the perfect dining experience…you’re reading that review to figure out what you’re going to have to deal with and what’s going to be exceptionally great before you make a decision. You’re figuring out what’s right for you, and it’s the same thing with job seekers.

    Even negative reviews provide an employer with opportunity to show their authenticity and that they care about their employees.
  • Case study: Working Solutions
    - Working Solutions responds to 41% of the reviews posted on Glassdoor. They actively take feedback and use it to make the company a better place
    And their ratings show it! Working Solutions has a 4.2 out of 5 rating
    Not because it’s a perfect company, because it’s an authentic one

    Action Plan: Address the Issues
    All companies face challenges. Let job seekers and employees know what you are doing to address any changes or issues
    A nice thing to do is give reviewers an email alias or phone number to take the conversation offline and make it more interactive, taking things beyond, “thanks we hear you.”
  • Set Expectations up front by being authentic, sound like a human.
    Consumers today are used to reading reviews, they know a canned response when they see one.
    You don’t want to robotically respond to a negative comment saying it’s entirely untrue and everything’s completely the opposite of that.
    Then your new hires end up with buyer’s remorse
  • 61% of employees say new job realities differ from expectations set during the interview process
    What happens next? Well, many of them leave and you have to begin that recruiting process all over again

    JS: This is where workforce marketing is so powerful: when employees are empowered to speak openly, and the company then responds authentically, people can see what’s true about the workplace and set their expectations accordingly. It’s just like any relationship: if you can resist the temptation to pretend to be something you’re not at the start, you have a much better shot at succeeding over the long term.
  • UPDATE REVIEW USED
    Case study: Symphony Teleca
    Symphony Teleca responds to employees in an authentic way
    This lets employees know that their feedback has been heard

    Action Plan: Vary the Responses
    Honest and considerate responses help build trust
    The biggest factors that influence a candidates decisions:
    75% Salary & Comp
    54% Career growth opportunities
    49% location/commute
    If any reviews are tackling these areas its key employers get involved to address what matters most to candidates
  • Acknowledge the Positive—draws more attention to it, and like we said before, saying thanks goes a long way
    Negative reviews might be your priority, but don’t ignore the positive reviews
    There are messages that directly indicate the things your company is doing right, that by the way, you should be highlighting elsewhere.
    See a review that says your company is the best place someone has ever worked? Tweet it, pop it on your careers page, share it everywhere b/c it’s great fodder from a great source

    JS: A lot of organizations express worry that sharing positive reviews may sound phony. The key to getting around this is to show genuine appreciation by using the feedback you get. When you do that, sharing it stops being forced and becomes a natural part of your conversation.
  • Case study: Zillow
    Zillow CEO Spencer Rascoff responds to reviews on behalf of the company
    As a result, 4 candidates in the past 30 days said that reading the employer response solidified their decision to accept the job offer

    Action Plan: Highlight the positive
    Job seekers use the reviews on Glassdoor to make decisions about where to apply or what job offer to accept, so use a response to emphasize what makes your company an attractive place to work
    Refer to one of the reviewers positive comments about your company to both personalize your response and to reiterate the compliment to potential job candidates

    And now, a few quick tips…
  • Remember that once it’s live it’s live. I recommend you write your responses in a word doc before publishing to Glassdoor to make sure you catch quick typos
  • Check your free employer account to make sure your title is correct
    It will appear alongside your response
  • Something we do here at Glassdoor is make sure that different representatives are able to speak to different topics
    If there’s a review up about senior leadership, we’d recommend the CEO respond
    If it’s about culture/values, this is a good one for the HR department head to take, and so on

    JS: This is one area where I’d actually offer a different perspective. Or maybe a word of caution. In our experience, the executive team at many companies has a different culture than exists in the field, or even in the non-executive corporate offices. You’ve got to be careful. If you’re going to represent the company, you need to be in touch with the experiences other people are having. Here’s an example of what I mean: last month, a client of ours decided they needed to revamp their employer brand to capture recent changes that had happened in the company. All the executives in the room wanted to create something genuine, but the process they designed didn’t have employees providing feedback until four months after the program began.
    So make sure you have executives identified to speak on different topics, and then make sure the executives stay current and don’t inadvertently create a cocoon around themselves!
  • To get started you must have a free employer account on Glassdoor
    Visit glassdoor.com/employers
    Click the orange button for a free employer account
    Sing up using your work email and proper title
    And you’re up and running
  • This account allows you to…

    Set up company alerts  Company alerts will be sent to you anytime employees or candidates post content to your profile

    Flag Reviews  if you feel a review does not meet our company guidelines you can flag it to go back into our review process

    Monitor your reputation  reputation word clouds help you uncover key themes from reviews on your profile

    Identify areas of improvement  ensure your message is resonating with the candidates that you are trying to reach

    Invite Colleagues to respond  once you have a Free Employer Account, its easy to invite co-workers to join the conversation
  • Now just quickly on Glassdoor…
    Our 2,000+ customers are seeing 2 times better applicant quality, 30% lower cost-per-hire, and 3 times the influence over candidate decisions.
    If you’d like to find out more about these talent solutions, you should receive an email following this presentation which will help you get started



  • Now I’ll turn it over to questions and please note if we don’t get to your question you can always reach me/my team at pr@glassdoor.com
  • Transcript of "Responding to Reviews Builds Trust with Your Candidates"

    1. 1. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Responding to Reviews Builds Trust with Your Candidates
    2. 2. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Webinar Tips for Attendees  You can connect to audio using your computer’s microphone and speakers.  Or, you may select “Use Telephone” after joining the Webinar.  All lines will be muted to avoid background noise.  You can ask questions at any time by typing them into the Questions Pane.
    3. 3. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Featured Speaker Lisa Holden Employer Engagement Manager Glassdoor @L_Holden
    4. 4. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Featured Speaker Jason Seiden Employee Brand Advocacy Ajax Workforce Marketing @seiden
    5. 5. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Agenda  Why Respond to Reviews?  Who Should Respond?  How Often Should I Respond?  5 Do’s and Dont’s to Follow When Responding to Reviews  Glassdoor Overview  How to Get Started
    6. 6. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 of Glassdoor members read reviews before speaking with a company or person in charge of hiring Why Respond to Reviews?
    7. 7. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Bad Reviews Aren’t Necessarily Bad! of consumers suspect censorship or faked reviews when they don’t see bad reviews.
    8. 8. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Examples: CEO, PR, Marketing or HR Who Should Respond? Anyone in a position to speak on your company’s behalf
    9. 9. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor of job seekers find the employer perspective useful when learning about jobs and companies How Often Should I Respond?
    10. 10. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor
    11. 11. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor DO: Respond Promptly Tip #1
    12. 12. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor of consumers who experience a quick and effective brand response on social media are likely to recommend that brand to others Responding Promptly Shows that You Care
    13. 13. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Case Study Salesforce has responded to 43 reviews on its company profile page, typically within a month of the review being posted. 75% of employees would recommend this company to a friend.
    14. 14. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor DO: Say Thank You Tip #2
    15. 15. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor of organizations suffer from a deficit in recognition, according to a recent Bersin by Deloitte study Saying Thank You Shows You Are Listening
    16. 16. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Red Cross is an example of a company that thanks its employees for responding to reviews. As a result, employees are more engaged Making them likely to stick around. Case Study
    17. 17. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor DO: Address Specific Issues Tip #3
    18. 18. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Negative Reviews Provide the Opportunity for Authenticity Nobody Is Perfect
    19. 19. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Working Solutions responds to 41% of the reviews posted on Glassdoor. It actively takes feedback and uses it to make the company a better place. And the ratings show it! Working Solutions has a 4.2 out of 5 rating. Case Study
    20. 20. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor DO: Be Authentic Tip #4
    21. 21. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor of employees say new job realities differ from expectations set during the interview process Set Expectations Up Front by Being Authentic
    22. 22. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Symphony Teleca responds to employees in an authentic way. This lets employees know that their feedback has been heard. Case Study
    23. 23. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor DO: Recognize the Pros and Cons Tip #5
    24. 24. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Zillow CEO Spencer Rascoff responds to reviews on behalf of the company. As a result, four candidates in the past 30 days said that reading the employer response solidified their decision to accept the job offer. Case Study
    25. 25. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor You may want to write your response in a Word document first so you can spellcheck and edit it until you are pleased with the final product. Before You Respond
    26. 26. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Your title will appear when you respond to reviews as a company representative, so make sure your title is correct in the Employer Center. Before You Respond
    27. 27. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor Before You Respond We suggest choosing company leaders in HR, PR, Marketing or other departments to respond to different reviews. Note only one employer response per review is permitted.
    28. 28. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor How to get started? Get a Free Employer Account
    29. 29. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 #Glassdoor How to get started? Get a Free Employer Account
    30. 30. Confidential and Proprietary © Glassdoor, Inc. 2008-2014 Delivering Measurable Results 2X 3X 30% the quality the influence lower cost-per-hire 2,000+ customers use Glassdoor’s talent solutions to attract better quality candidates at a much lower cost per hire.
    31. 31. Confidential and Proprietary © Glassdoor, Inc. 2008-2014
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